2. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
Global Trends in MICE Industry Development
The meeting, incentive, convention, and exhibition (MICE) industry—a
service industry combining trade, transportation, finance, and travel—has
been active in Europe and America for over a century.
The MICE industry is characterized by the “Three Highs—high growth
potential, high added-values, and highly beneficial innovations”;
The “Three Larges—large output, large opportunities for employment,
and large industry associations”; and;
The “Three Advantages—advantage over other industries in human
resources, technological know-how, and the efficient utilization of assets.”
Today, countries all over the world are putting their best foot forward to
develop the MICE industry as a means to enliven national economic
development.
3. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
A 21st Century Growth of M.I.C.E
International Congress & Convention Association (ICCA) statistics show,
that a total of 400,000 conferences and exhibitions are held worldwide
every year at the total outlay of US$280 billion.
The Global Association of the Exhibition Industry (UFI) points out that as
annual MICE industry output value has already (including US$400 billion
for conferences and US$760 billion reached US$1.16 trillion for
exhibitions), MICE could be counted on to bring enormous economic
benefit to the countries and cities that host them.
4. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
Continuous Expansion of MICE Industry
Venues Worldwide
In its October 2007 report—“World Map of Exhibition Venues”—UFI notes
that in 2006, there were a total of 1,062 exhibition halls around the world
with indoor exhibition space exceeding 5,000m2, meaning that there is
approximately 27.6 million m2 in total indoor space primarily located in
Europe, North America, and Asia.
More specifically, exhibition halls in the U.S., Germany, China, Italy, and
France assume 58% of the worldwide capacity. Total construction costs for
2007-2010 is estimated at a minimum of US$18.7 trillion for building and
expansion.
By 2010, the world will have a total of 1,104 exhibition halls with over
5,000 m2 in indoor exhibition space, providing a combined total of
approximately 31.1 million m2 in indoor exhibition space.
5. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
Continuous Expansion of MICE Industry
Venues Worldwide
Available Floor Space in Indoor Exhibition Halls Worldwide (2006～2010)
Regions
No. of Exhibition Halls
Exhibition Space
(Million m2
)
2006 2010 (F) Growth 2006 2010(F) Growth
North America 359 370 3% 7.1 7.7 8%
Europe 465 477 3% 14.3 16.2 13%
Asia 127 143 13% 3.9 4.6 20%
Oceania 16 17 6% 0.3 0.3 6%
Middle East 32 33 3% 0.6 0.9 38%
Africa 25 24 -4% 0.5 0.6 7%
Latin America 38 40 5% 0.9 0.9 4%
Source: UFI; compiled for the present study, 2008/2
8. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
The Pan-Asian MICE Industry Boom
As nations around the world are optimistic about MICE industry
development, exhibition space will continue to grow in the years ahead.
This is particularly evident in Asia, where exhibition space is expected to
grow to 4.6 million m2 by 2010—a 20% increase on 2006.
UFI points out in its June 2007 report—“The Trade Fair Industry in Asia -
3rd Edition” —that, spurred by the momentum of production relocation to
Asia from the rest of the world, the Asian MICE industry made over US$2.4
billion in revenues in 2006.
There was a 7.6% growth in the quantity of exhibitions and a 17.4%
growth in available floor space. China, Hong Kong, India, Taiwan, and
Thailand demonstrated the most remarkable growth in both respects.
9. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
The Pan-Asian MICE Industry Boom
Source: UFI, Business Strategies Group; compiled for the present study, 2008/2
Country
No. of Exhibitions Held TotalFloor Space Leased (㎡)
Anticipated
Revenues
(US$ Million)
2006 2005
Year-on-
year
Difference
2006 2005
Year-on-
year
Difference
2006 %
China 587 564 4.1% 5,089,000 4,065,000 25.2% 759.8 31.5%
Japan 475 473 0.4% 2,174,000 2,273,000 -4.4% 648.1 26.9%
India 158 128 23.4% 526,000 462,000 13.9% 128.4 5.3%
South Korea 140 139 0.7% 528,000 522,000 1.1% 131.8 5.5%
Hong Kong 82 56 46.4% 776,000 501,000 54.9% 323.4 13.4%
Thailand 69 57 21.1% 381,000 274,000 39.1% 110.7 4.6%
Taiwan 60 58 3.4% 410,000 329,000 24.6% 85.9 3.6%
Singapore 59 52 13.5% 202,000 175,000 15.4% 64.0 2.7%
The Philippines 59 62 -4.8% 114,000 125,000 -8.8% 18.6 0.8%
Malaysia 57 52 9.6% 246,000 166,000 48.2% 70.9 2.9%
Vietnam 56 41 36.6% 109,000 62,000 75.8% 28.3 1.2%
Indonesia 54 56 -3.6% 170,000 192,000 -11.5% 25.5 1.1%
Pakistan 32 17 88.2% 62,000 41,000 51.2% 17.3 0.7%
Total 1,888 1,755 7.6% 10,787,000 9,187,000 17.4% 2,412.7 100%
10. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
Achieve developed nation status by 2020
Business & Major Events recognised as high yield and high profile market
segments.
Business Events: RM3.9 billion(USD1.3 b) incremental GNI and provide
16,700 jobs.
• Medical, scientific, technology, finance, education & commerce
Major Events: RM0.4 billion incremental GNI providing 8,000 jobs
• Sports, arts, cultural & lifestyle, events, homegrown & home hosted
events.
Malaysia’s Event Strategy
12. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
In 2011, business tourism contributed:
• RM10.7 b (USD 3.5b) international tourism visitor expenditure
• RM17.6 b (USD5.7b) economic impact
Estimated average spend per visit: RM7,418 (USD2,400)
Business tourism visitors spend over 3 times more than average visitor
Induced Tourism: nearly 60% of delegates would like to return to
destination within 2 years
Dispersal: An estimated 46% of international participant plan to stay for
pre and post
Business Tourism Malaysia
13. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
• Established 2009 under Ministry of Tourism
• Not for profit company limited by guarantee
• Conduit between government and industry
• Focus on high yield international business events sector currently
worth RM17 b (USD5.7 b) to Malaysian economy and International
Events Industry which generates RM853m (USD278m) in revenue.
• Marketing representative in Europe, North America, Australia
Malaysia Convention & Exhibition Bureau (MyCEB)
17. TLH219
M.I.C.E
Contextualising MICE within Tourism
Considered a type of tourism? YES or NO?
Subset of
Business Travel and Tourism
“Business tourism is concerned with people travelling for purposes which
are related to their work. As such, it represents one of the oldest forms of
tourism, man having travelled for this purpose of trade since very early
times” (Davidson 1994).
Introduction to M.I.C.E Industry
20. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
• Increase in disposable income
• Greater propensity to travel
• Increased leisure time
• Improvements in transportation and technology
• Globalisation
• Multinational companies
Convention Market Development
21. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
• Development of interest groups
• Growth in demand & growth in supply
• Change of demographics
• Networking as managerial technique
• Acknowledgement of multiplier effect
• Rising interest in education and technology
Convention Market Development
22. TLH219
M.I.C.E
Introduction to M.I.C.E Industry
• Regional and international exposure through an enhanced tourist
destination image.
• Exchange of ideas and knowledge sharing.
• Business Networking.
• Possibility of leisure tourism.
• Access to new technologies and upgrading of local travel services.
• Local skilled employment
Benefits and Challenges of MICE Events
23. TLH219
M.I.C.E
Discussion
Introduction to M.I.C.E Industry
1. What is the roles of MyCEB?
2. Identify Event Components in MICE.
3. Distinguishes between Symposium and Forum.
4. What the purpose of “Workshop”.
5. Discuss the future challenges of MICE Events.
